The retail landscape is changing. The connected consumer holds the power with more access to information than ever before; consumers are more knowledgeable, and have more options and higher expectations.

In this challenging competitor and consumer market, the future of physical stores is deemed to be bleak, with roughly a third of malls closing in recent years and another 15% predicted to close in the next 10 years.

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The Evolving Role Of The Store

Despite this downward trend, physical retail is not dying. Rather, its role is evolving from sales to experience.

Pure-play online retailers such as Warby Parker and Frank And Oak are building stores because they understand the role that physical manifestations of their brands have in building community and cultivating personal relationships with customers.

Technology is a key driver in this transformation. However, as retailers seek to keep up with the pack and deliver against digital retail with new innovations, the emotion of the retail experience is often sacrificed.

The key to creating human-centered retail experiences lies in five guiding principles.

Be Invisible

"Invisible" technology refers to technology that enhances or smooths the customer experience by solving a problem or need, rather than negatively disrupting the journey.

Sephora embraces digital retail technologies that add to the customer experience. Whether it’s the company's suite of virtual try-on tools or skin-scanning devices, the application of the technology serves to inspire, educate and give customers confidence to buy. With Sephora posting double-digit gains in profits and revenues last fiscal year, its "open-sell" strategy, which encourages customers to try on and interact with products, is clearly successful and driving the business forward.

Brands should consider ways to prioritize the experience, rather than the technology. Used correctly, technology can create moments of customer service magic that leave a lasting memory.

Home Depot is emerging from the pack as one of the leading omnichannel retailers, delivering seamless service. The Home Depot mobile app is the key that unlocks a world of connected experiences that meet the consumer needs at every step of their decision-making and purchase journey. From the ability to create shopping lists, order click-and-collect items, speak to an expert and use augmented reality to see images of products in a virtual setting of their home.